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App Store Optimization

We live in a world where over 40 percent of the planet’s population is online, and nearly a third of the world owns a smartphone. People are connected like never before, and that has presented businesses with the unique ability to turn the entire world into a customer base.

The challenge? Every other business is trying to do the same, with the same audience. The newest frontier in the battle for growth and profitability is the app market, where over three million different apps present a growing market with complexities, stark competition, and the opportunity to turn hundreds of thousands of free users into paying customers.

That’s where app store optimization, or ASO, becomes so critical.


  • Superior app intelligence based on data scraped from competing apps.

  • Sentiment Analysis - analyzing star ratings, quality of users and the reviews they give to your app

  • Measuring CTRs in a simulated environment on the app landing page to determine the most effective design parameters

  • Measuring your app's footprint on the web including social shares

Human Touch

  • Performance overview

  • Determine the most relevant keywords

  • Individual vs long-tail keywords

  • Localize keywords - we first translate and then determine market-relevant keywords

  • A/B Testing

  • Creatives

Our Approach to App Store Optimization

We do our research well - our ASO strategy is based on understanding the customers, the competitive landscape, and the utility of your app.

1. Keyword Research for ASO

We inherently understand that both the Google Play store and the iOS App Store have different approaches to ASO. The App Store allows 100 characters while the Play Store allows 4000-characters to determine search results. We use proprietary tools to understand the language and keywords your customers are searching for, your competitors are targeting, and the ones that will drive the most traffic.

2. App Title

The most important part of ASO, the App name or title, needs to be a balance between uniqueness, branding, and relevant keywords that drive search results. We recommend short titles, followed by a dash or vertical bar, and select keywords for description.

3. App Description

An app’s description should function as a call-to-action - describing what the app does clearly, its features, and compelling reasons to download it. Simple, concise, and updated descriptions will drive downloads.

4. App Reviews & Ratings

The most important factor in app rankings is the volume and quality of reviews and ratings - encourage ratings and reviews from happy customers, either through prompts or incentives. We help analyze your existing reviews, increase the volume of positive-sentiment ratings, and leverage feedback to improve ASO.

5. App Logo

First impressions matter, and so does your app logo! An attention-grabbing logo in bright colors, unique shape, and/or simple imagery is a key part of your app’s branding. For e.g, take Instagram’s logo - it’s bright, it’s descriptive, and is easily recognizable.

6. App Screenshots

Including screenshots and videos allow potential users to visualize your app and will drive downloads. Highlight the best parts of your app, its most popular pages, and its key features - this is your window display to the world! We love the screenshots that Snapchat has used - they accurately depict all that the app can do.

7. App Publisher Name

Publisher name and reputation also drives app searchability - choose a publisher name that describes the types of apps you create succinctly. For example, the classic Angry Birds game is published by Rovio Entertainment.

8. App Category

In the iOS App Store, you can pick a primary and secondary category for your app while in the Google Play Store, you can only pick one. Choosing a relevant category is extremely important to success - your app’s best fit, user mindset, and competitor categories are all valid considerations.

9. Download & Retention

Post download, app engagement, and retention are the next challenges to work on - a high-quality app is only the first step. Introducing incentivization, adding personalization, asking, and acting on user feedback, as well as frequent updates to the app will be valued additions to the lifecycle of the app.

Talk to an expert!

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